Forest Stewardship Council. Trademark Quick Guide for Certificate Holders

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1 Forest Stewardship Council Trademark Quick Guide for Certificate Holders

2 About FSC trademarks and this quick guide The FSC trademarks are the primary communication tool for FSC certificate holders to demonstrate that their products meet the standards set by FSC. They are unique identifiers for FSC and FSC certified products. They tell customers where the product comes from (well-managed forests / responsible sources / recycled materials), and they convey a consistent, clear message that the product is made of materials certified in accordance with FSC standards. The trademark quick guide is developed based on the FSC Trademark Standard (V1-2). Compliance with this standard is mandatory for all FSC certificate holders using the FSC trademarks. The quick guide is intended to facilitate the communication of certificate holders commitment to FSC with the correct use of the FSC trademarks. It provides important information extracted from the trademark standard with visual examples to help trademark users understand better how the rules are implemented. It does not cover all aspects of trademark use and questions may arise. Therefore, please refer to FSC trademark standard (V1-2) for detailed information and trademark rules in compliment with this quick guide.

3 Contents What are the FSC trademarks? Who needs to comply with the trademark standard FSC-STD (V1-2)? Trademark symbol or TM? How to choose which symbol to use How / when to use the trademark symbol FSC labels - Use of the FSC labels on products FSC label colors Use of the mini label Promotional use of the FSC trademarks Promotional panel DOs and DON Ts for the promotional panel Promotional panel colors Promotional use of the FSC trademarks Extra logos (Standalone logos) Placement of the FSC label, logo, and promotional panel

4 What are the FSC trademarks? FSC owns the following three trademarks: 1. The FSC checkmark-and-tree logo: 2. The initials: 3. The name: FSC Forest Stewardship Council Who needs to comply with the trademark standard FSC -STD ? All FSC certificate holders with a valid certificate Trademark symbol or TM? - for a registered trademark TM - for an unregistered trademark 03

5 Why is the use of the trademark symbol important? To protect the FSC trademarks! How to choose which symbol to use Step 1 Step 2 Check Annex 1 in FSC-STD to see registration status of the country/ countries involved Choose a correct symbol to use according to country/countries where the products are to be distributed For example: Wood furniture produced in Turkey, distributed in Germany and UK: Step 1 Step 2 Turkey TM, Germany, UK! When products are to be distributed in several countries, some with R and some with TM, which symbol to use? TM! When distribution of products is not known at the time of labeling, which symbol to use? TM How / When to use the trademark symbol The symbol or TM in superscript font should be added to the initials FSC and the name Forest Stewardship Council for the first or the most prominent use in any text, e.g. FSC or Forest Stewardship Council 04

6 FSC labels - Use of the FSC labels on products The FSC standard labels: 100%, MIX, Recycled FSC label artwork is available on the label generator. Access to the label generator is arranged by the Certification Bodies. Please refer to Matrix of FSC labels for complete label examples and detailed label elements. Portrait Landscape 17mm 17mm 17mm 12mm The FSC mini labels Portrait Landscape 11mm 11mm 11mm 8mm 05

7 Use of a product type within the label An appropriate product type is required in the following cases: E.g. Final product includes non FSC certified material FSC certified printed publications FSC label colors 1) Green, black, and white are the FSC standard label colors. Green (positive) is the preferred version. Green color: Pantone 626C. The equivalent color to Pantone 626C may be used in CMYK or RGB. Green Green Black and White Black and White (positive) (negative) (positive) (negative) 06

8 2) When there are no green, black or white colors used in a printed item, the label may be produced using the darkest available color that is used in the printed item in positive or negative versions. Example 1 Positive Negative Example 2 Positive Negative 07

9 3) Where no unprinted white areas are available, in a printed item using standard or limited colors, a transparent label may be used, provided the label elements are reproduced in black or white on a background color that gives sufficient contrast. Example 1 Example 2 08

10 Use of the mini label Scenario 1 Mini label may be always used in the following cases: Paper size A5 or smaller Packaging 500ml volume or less Example 1 Example 2 450ml Milky 09

11 Scenario 2 When there is not sufficient unprinted space for the standard label, the mini label may be used. Example 1 - A4 Flyer Squeaky Clean Window Cleaners 20% off WITH THIS FLYER Call to book your appointment However, the area intended for writing or printing, for example on letter templates or postcards, is not considered as unprinted space. Example 2 THIS SPACE FOR WRITING MESSAGES POST CARD THIS SPACE FOR ADDRESS ONLY PLACE STAMP HERE 10

12 Promotional use of the FSC trademarks Promotional panel Organizations may use the FSC promotional panel to promote their FSC certified products, and their status as FSC certificate holders in brochures, websites, point of sale materials and other promotional materials or promotional items. Promotional Panel 10mm FSC logo FSC website License code Promotional claim Alternative wording and extra information to be used in association with the promotional panel require prior approval from FSC via the Certification Body. Alternative layouts may be approved by the Certification Body. For example: the promotional claim, FSC website address, and/or colored background may be omitted for space reasons. Example 1 Example 2 FSC C

13 DOs DON Ts Use the promotional panel or its elements in a prominent place in catalogues, brochures and on sales websites Do not use the promotional panel at the top of document templates Include a link or text such as Look for FSC certified products next to the promotional panel, where the products are not all on the same page and indicate the FSC certified products by using the logo or the initials FSC Do not use the promotional panel on business cards Do not use the promotional panel as the FSC on-product label Use of the promotional panel or only the logo and license code if preferred on promotional items, such as t-shirts, mugs, pens, vehicles etc Do not use the promotional panel together with the marks of other forest certification schemes, implying equivalence or in a way which is disadvantageous to the FSC trademarks in terms of size or placement Do not include an FSC logo on a promotional item made fully or partially of wood unless it qualifies for labeling Promotional panel colors The color, format, and placement of the promotional panel follow the rules of the FSC labels. Green Green Black and White Black and White (positive) (negative) (positive) (negative) 12

14 Promotional use of the FSC trademarks Extra logos (Standalone logos) The FSC logo ( checkmark-and-tree and the initials) may appear on its own on product or in promotional material in addition to the FSC label or promotional panel. Extra logo colors: green, black, and white. The color of extra logos follows the same color rules for the label. 10mm Green - Pantone 626C Black White Extra logos with a minimum size of 7mm may be used in the following cases: a) Paper size is A5 or smaller b) Packaging is 500ml volume or less c) Logo is used to indicate FSC certified products (e.g. in catalogues, brochures and websites) 13

15 Placement of the FSC label, logo, and promotional panel They may not be placed on photographic or strongly patterned background which interferes with or goes through the design, or could be misleading as to what is certified. Please refer to Quick guide to FSC Trademark usage Background for more visual examples of how the FSC label, logo, and panel can be placed. FSC FSC FSC Top Wood Chairs FSC Please respect the exclusion zone around the label, logo, and panel Logo is independent of other branding Logo with frame on a patterned or photographic background Use of the label on a regular patterned background Top Wood Chairs Use of the logo in a circle Misleading logo used in combination with other branding Use of the logo on a photographic background which goes through the logo design Use of the label on a patterned background that goes through the label 14

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